• MARKETING: SPORTS
    Men's Final Four Generates Big Games, Big Moments, Big Money
    Among the major sports events that cities clamor to host are the Super Bowl, the Olympics and the NCAA Div. I Men's Basketball Tournament Final Four.
  • MARKETING: SPORTS
    Connected Stadiums: Getting Fans Off Their Couches And Back Into Arenas
    Like many sports fans these days, I find myself spending less time attending live sporting events and more time watching my favorite teams and athletes from the comfort of my own home (or my local watering hole). It's not for lack of interest (despite the findings of a recent report that indicated 9 out of 10 men in the United Kingdom fake their love of sports to impress friends and colleagues.) Keeping true fans in the stands for virtually all types of live sporting events has actually been getting harder to do over the last five years-and the decline in ...
  • MARKETING: SPORTS
    Pay Attention To Me! Why 'Participatory Fandom' Can Be A Game Changer
    Let's set things straight. This is not a puff piece for formal and costly customer relationship management (CRM for those who like acronyms) programs. Faithful readers of this newsletter know that, by trade, I'm a sports marketing researcher, and many marketing researchers often shudder at CRM's disruptive ability to refocus clients away from good basic consumer research. But I'm also a sports marketing guy who has hopefully built a reputation for being able to effectively translate consumer insights and observed behaviors into tactical strategies, and some of our recent work has reaffirmed my belief in the potential for CRM best ...
  • MARKETING: SPORTS
    MLS: Chasing The Big Leagues
    This month is known as "March to Soccer" for the faithful of Major League Soccer. It also marks the beginning of MLS' 19th season, in what has been a long road just to get to the starting line of relevance in the U.S. This has taken sweat and equity from many dedicated people around the sport of soccer, from all walks of influence. The feeling is that the 2014 season will blossom into a different story. Fans could see the MLS take a quantum leap in growing its brand and further advancing the domestic version of the "beautiful game."